As far as Yelp reviews, we would have 32 reviews if Yelp didnt filter 28 of them.
Sucks.....Yelp only favors reviews from users who are very "active" within their system on a regular basis.
I can understand their intention, but I question whether their filtering algorithms may be a tad too strict.
Looks like you have a lot of Yelp competition in your service areas, so "first" may be difficult.
I would be happy with coming close to breaking even, since Yelp is such a major player, and you have to factor in repeat/referral business from Yelp sourced leads into the equation.
I can't remember exactly who here said it before, but it was along the lines of.... breaking even on a marketing program, or even coming close to breaking even, is the primary goal, and is to be considered a success, as the value of repeats/referrals, have to be factored in also.